The aim of this degree project is to gain a deeper understanding of how online reviews affect consumers' purchase intentions when purchasing high-involvement products. Exploring the differences of effect between two separate generations of consumers, Generation Z and Millennials. The age intervals have been 18-41, 18-25 for Generation Z consumers and 26-41 for Millennials. This research is utilizing a deductive approach paired with a quantitative research strategy. The primary data collection method has been through an internet-based self-completed questionnaire, whereas the data later on has been analyzed. The analysis has been conducted through the Statistical Package for Social Sciences (SPSS) program allowing for the researchers to perform a series of statistical analyses. From the empirical findings and analysis conducted, it was concluded that all of the hypotheses were disproven and rejected, showing no significant difference. Through SPSS a series of independent sample t-tests were conducted to extract two means for the two generations. The statistical output displayed a higher level of impact on Millennials consumers contrary to the hypothesis, predicting Generation Z’s purchase intentions being significantly more impacted. Through SPSS the researcher have been able to compare how each generation compare against each other in terms of all the variables making up purchase intention (Involvement, Argument Quality, Source Credibility, Information Usefulness), but also performed t-tests to see how their answers differentiate in each question as well. This study could provide marketers with very insightful knowledge about how online reviews affect consumers differently, allowing for adaptation and optimizations.

Titel: Belöningar, autonom motivation och dess påverkan på turnover intentions - en studie på fastighetsmäklare i Stockholm Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Lizette Lundh och Gabriel Nordenhaag Handledare: Jonas Kågström och Martin Ahlenius Datum: 2021 - Juni   Syfte Syftet med studie är att undersöka om autonom motivation spelar en medierad roll mellan monetära och icke monetära belöningar på turnover intention bland fastighetsmäklare i Stockholm.   Metod Studien har genomförts med hjälp av en kvantitativ forskningsmetod där en internetbaserad webbenkät har skickats ut via programmet Qualtrics. Enkäterna ligger till grund för empirin i resultatet och analysen. 142 användbara svar från fastighetsmäklare samlades in och av dessa gjordes en deskriptiv analys, korrelationsanalys och en strukturell ekvationsmodell. Dessa analyser gjordes med hjälp av systemet Smart PLS. Därefter analyserades all data från resultatet mot relevanta teorier och tidigare studier.   Resultat & slutsats Resultatet av studien visar att monetära och icke-monetära belöningar ökar mängden autonom motivation en person upplever till sitt jobb. Den autonoma motivationen har sedan en negativ påverkan på turnover intention. Studien visade dock att monetära och icke-monetära belöningar har en starkare negativ påverkan på turnover intention när de inte medieras av autonom motivation. Därför har författarna dragit slutsatsen att autonom motivation inte har en mederande roll mellan belöningar och turnover intention.   Uppsatsens bidrag Det mest framhävande studien visade var att monetära belöningar visades ha störst total påverkan på både turnover intentions och autonom motivation. Det innebär att monetära belöningar är den faktor som har störs negativ påverkan på turnover intention hos fastighetsmäklare i Stockholm. Pengar påverkar således fastighetsmäklarnas inre motivation mest samt deras benägenhet till att vilja lämna arbetsplatsen. Resultatet visar även att icke monetära belöningar, kompetensutveckling, autonomistöd och bekräftelse, har en starkare egen påverkan på turnover intention än om det medieras av autonom motivation. Det innebär att icke-monetära belöningar inte medieras av autonom motivation. Studiens resultat påvisar tydliga skillnader mellan män och kvinnor. Det förtydligar vikten för en organisation att förstå vad som verkligen motiverar deras anställda och prioritera humankapitalet. Inte förrän då går det att påverka deras anställdas turnover intentions och uppnå framgång.   Förslag till fortsatt forskning I resultatet framgår det att när alla motivationsfaktorerna som använts i studien drogs som en egen korrelation till turnover intention uppfylldes bara 0.512 för kvinnor och 0.580 för män. Dessa siffror visar hur stor del av turnover intention som blivit uppmätt genom studien. Det ger indikationer på att det finns fler faktorer som inte är med i den här studien men som har en betydande roll för turnover intention. Det vore därför intressant att undersöka vidare kring vilka dessa faktorer är och vilken påverkan de har på fastighetsmäklares avsikt att lämna arbetsplatsen.   Nyckelord Turnover intentions, autonom motivation, monetära belöningar, autonomistöd, bekräftelse, kompetensutveckling, fastighetsmäklare.

The purpose of this thesis is to analyse the intentions to travel among the Millennials of Colognewhile considering their travel risk perception because of the corona pandemic. The target groupand population are the Millennials of Cologne, as they appeal as most suitable due to theirtechnological advancement, full age, and specific characteristics. After reviewing the literatureregarding travel intention and behaviour, health crises and travel risk perception, a quantitativequestionnaire was conducted for data collection. The outcomes were tested on Cronbach’salpha, chi-square goodness-of-fit and the two qualitative questions of the questionnaire weresubjected to a content analysis. The results show that the prospected behaviour tends to changedue to the coronavirus and although people are worried about the Corona virus situation, theyare not worried about the circumstances at their travel destination. The transport mode of theirnext trip is expected to change to predominantly individual transport, such as cars. Tourists willavoid mass tourism destinations and focus on more individual and natural places. Quality ofhealthcare, a previously obtained insurance and good hygiene standards will be importantfactors for their next trip, as well. By basing on and comparing this thesis to Chebli and BenSaid (2020), a different viewpoint on people’s travel intentions to travel during/after Covid-19is shown, depending on their next travel period. The findings indicate that there can be a shifttowards a more sustainable trend, but also with more precautions and individualism. Thevaccine is seen as the next aspiration towards a more normal life as known before the pandemic.This thesis discloses new insights in terms of travel intentions and risk perception in the contextof the pandemic. Destination Marketing Organizations (DMOs) and tourists’ businesses inCologne can promote destinations with the named desired characterises to its residents.Furthermore, close regions, which are reachable by car, as well as generally unique destinations,might consider shifting their image towards the desired destinations characteristics.

Purpose/aim Culture, lifestyle and economy are the three factors that influence the purchasing intentions for luxury goods. The aim of our dissertation is investigating if the importance of the factors will be changed or not, with the changing generations in China. Design/methodology/approach In this dissertation, we use questionnaire to collect data, and then use mathematics and statistics to test our hypotheses. Findings The results show that the importance of the factors could be changed, with the changing generations in Beijing and Qingdao. In contrast, the importance of the factors could not be changed, with the changing generations in Ningbo. So, we cannot establish in China, the importance of the three factors could be changed or not, with the changing generations. Originality/value In this dissertation, our original ideas are the different generations and the factors which effective influence the Chinese consumer´s purchasing intentions of luxury goods. We collected data in different cities in China to figure out if there is any connection between the three factors and three generations. The risk of the research is the sample size, we will have errors in that respondents.

As the pandemic of COVID-19 is still affecting peoples’ lives in various ways, it is not surprising that it affects consumer behaviour as well. This paper focuses on the changes in consumer behaviour, more specifically on the changes in consumer shopping channel preferences due to the pandemic. Furthermore, it was of interest whether these changes are likely to be long-term, and influence consumer shopping behaviour in the corona-free future. To answer the research question: “How did the pandemic affect consumers’ preferred shopping channels, and are those changes long-term?” a qualitative study was conducted. The study consisted of ten interviews, five of which were with consumers who spent most of the pandemic in Sweden, and five with respondents who spent most of the pandemic in Slovakia. This way, the study compares the responses and thus changes in consumer shopping behaviour and channel preferences of consumers who have experienced different levels of restrictions and recommendations as a response to the pandemic. Indeed, Slovakia’s response to the corona pandemic was much more severe and included much more, longer-lasting, restrictions affecting/restricting consumer shopping.   The study showed that despite the countries adopting very different responses to the pandemic, the consumers changed their shopping behaviour in a rather similar way. Most of the respondents stated that they started shopping less due to the pandemic and that they shopped more online. The main reasons for these developments were (1) reduced need for new clothing during the corona pandemic, (2) stores being closed, and/or (3) consumers trying to reduce their contact with others and keep their distance. However, when asked whether these changes in their behaviour are going to persist into the far future, the responses differed. A portion of respondents stated they will continue to shop online more than prior to the pandemic, while still shopping in traditional, offline, stores as well. Some other respondents, however, stated that they will return to in-store shopping as soon as possible. From these findings, it is clear that shopping for clothes via offline channels will still be important and preferred by many, despite the rise of technologies and online shopping possibilities.   The study contributes to the literature on the corona pandemic and its effects on consumer behaviour, the field of consumer behaviour in general, consumer shopping channel preferences, channel switching intentions, omnichannel literature, and the online shopping literature.

Background: As an effect of the growth of Instagram during the past few years, more brands have started to use this platform to communicate with their consumers, and a generation that has been shown to be particularly interesting for fast fashion brands, is Generation Y. During the past few years, a term called body-positivity has increased in popularity among social media platforms like Instagram, which purpose is to encourage exposure to different body types. There are several studies that have highlighted the issues regarding the use of exclusively thin models among fast fashion companies, and that this increase body dissatisfaction among women, especially in the Western culture where the ideal is unrealistically thin. This has resulted in criticism towards marketers which have led to some brands starting to use more larger models in their advertising. However, some brands still use exclusively thin models because they believe that this is what people wants to see. Evidently, there are different opinions regarding the subject. However, what has yet not been studied thoroughly is female consumers attitudes regarding the use of body diversity in advertising on Instagram and how this influence brand attitudes and further, their purchase intentions. Purpose: As the authors of this study found a research gap regarding consumers attitudes within the subject – the purpose of this study will be to explore female Generation Y consumer’s insights regarding body diversity in Instagram advertising, resulting in judgment, feelings, and attitudes towards the advertisement and the brand, and how these attitudes influence purchase intentions. The aim is also to explore to what extent the case companies include body diversity in their Instagram advertising. Method: The research purpose was fulfilled by doing an exploratory study, using an abductive research approach and qualitative method. The authors of this study did a semiotic analysis of the advertising content, and further on collected the empirical data by doing 12 semi-structured interviews. The data was further analyzed by incorporating a thematic analysis. Conclusion: The findings of this study showed that Nelly was the only case company including some body diversity in their Instagram advertising. NA-KD and Zalando evoked mostly positive feelings among the participants while Nelly evoked mostly negative ones. Further, the majority of the participants had favorable attitudes and positive purchase intentions towards NA-KD and Zalando. None of the participants had exclusively favorable attitudes towards Nelly’s advertisement, although half of the participants had positive purchase intentions towards the brand. Generally, the majority of all attitudes that were formed towards the case companies were not influenced by the body diversity (or no body diversity) that they were exposed to, but their attitudes were influenced by other things. The results also showed that including body diversity in Instagram advertising is important, for female Generation Y consumers. However, other factors might be more important and furthermore have a greater influence on their purchase intentions, like for example ethnic diversity.

Researchers in consumer complaint behaviour agree that consumers’ complaint intentions are influenced by online service failures. These online service failures include delivery problems, payment security problems, web-page navigational problems, product information problems, and customer service problems. Online service failures cause customer dissatisfaction that could trigger consumer complaint behaviour. Most consumer complaint behaviour researchers concur that the purchasing environment primarily influences consumers’ complaint behavioural intentions. Relevant literature on Millennial consumers and theory on service failures and consumer complaint behaviour was integrated to provide this study's theoretical grounding. This study aimed to determine the Millennial consumers' complaint behavioural intentions following a service failure in the online clothing retail context. This study also determined differences in Emerging, Young and Older Millennials complaint behavioural intentions. A survey research design was implemented, using a structured, self-administered online questionnaire to measure Millennial consumers’ (n = 193) complaint behavioural intentions following a service failure in the online clothing retail context. The self-administered questionnaire made use of existing scales and self-developed questions. Millennial consumers indicated that delivery problems would cause them the most dissatisfaction, followed by payment security problems, customer service problems, product information problems, and webpage navigational problems. The exploratory factor analysis revealed four complaint intention factors. The four factors were labelled as electronic communication, switching behaviour, complaints to the retailer, and negative word-of-mouth. Negative word-of-mouth as private complaint action was the most relatively pertinent complaint intention, followed by switching intention and complaining to the retailer. Electronic WOM was the least pertinent complaint intention. More specifically, an ANOVA test was performed to determine the differences in emerging, young and older Millennials’ complaint behavioural intentions following a service failure in the online clothing retail context. The descriptive results indicated that the majority of the Millennial cohort would instead take action than no action. ANOVA’s were performed to determine the differences across Emerging, Young and Older Millennials’ complaint intentions following a service failure in the online clothing retail context. The ANOVA’s indicated that the three complaint intentions of electronic communication, switching, and complaining to retailers did not vary across the Millennials cohorts. This implies that the respective Millennial groups equally intended to take these individual complaint actions. Also, only word-of-mouth intention differed significantly across the Millennial groups. Older Millennials were less likely to contact family and/or friends in person or by text messaging on WhatsApp than Emerging and Young Millennials. The study makes a valuable contribution towards the consumer complaint behaviour literature and for consideration by online retailers, multi or omni-channel retailers, and marketers of clothing products. / Dissertation (MConsumer Science)--University of Pretoria, 2021. / Consumer Science / MConsumer Science (Clothing Management) / Unrestricted

The study reported in this article examines the nature of relationships between organizational and personal resources and nurses' turnover intentions. A sample of 124 nurses in the Turkish Republic of Northern Cyprus serves as the study setting. Results of the study reveal that a form of organizational support (empowerment) and two personal resources (customer orientation, job resourcefulness) are the best predictors of turnover intentions. Implications of these results are discussed and avenues for future research are offered.

The study reported in this article examines the nature of relationships between organizational and personal resources and nurses' turnover intentions. A sample of 124 nurses in the Turkish Republic of Northern Cyprus serves as the study setting. Results of the study reveal that a form of organizational support (empowerment) and two personal resources (customer orientation, job resourcefulness) are the best predictors of turnover intentions. Implications of these results are discussed and avenues for future research are offered.

Purpose – The purpose of this paper is to investigate the mediating role of person-job (P-J) fit on the impact of organizational resources (training and service technology), and a personal resource (customer orientation) on frontline bank employees’ job performance and turnover intentions. Design/methodology/approach – A large-scale survey of 530 frontline employees of a national bank in New Zealand serves as the study setting. Findings – Among others, results show that P-J fit fully mediates the impact of training on turnover intentions and job performance. Research limitations/implications – The cross-sectional nature of the study does not allow causal inferences. Therefore, future studies should adopt longitudinal designs. Practical implications – Management should be careful in planning and providing organizational resources to frontline employees to enhance their perception of P-J fit. Also investing in the recruitment and selection of customer-oriented frontline employees would be a prudent course of action. Originality/value – Empirical research in the banking services literature pertaining to the mediating role of P-J fit is scarce. There is also a lack of research regarding the interaction between personal and organizational resources resulting in complementary or supplementary effects on frontline employees’ fit perceptions. This study fills in the void in both areas.